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2020 Genesis G90 Review, Take 1: A Great Car In Search of Buyers

Auto123 puts the 2020 Genesis G90 to the test – part 1!

Since its arrival in Canada in the early 1980s, Hyundai has had its share of success. Like any non-established manufacturer, the Korean automaker had to go through some lean first few years on the North American continent, but there’s no denying that since the turn of the century, Hyundai has become a major player – and that, in almost every segment of the industry.

Where the problem lies, however, is in the brand's luxury strategy. Hyundai has been trying for over a decade to assert itself against the undisputed kings of the hill, the German brands, and even the likes of Cadillac, Jaguar and Lexus. After the first appearance of the name when it designated a model in the Hyundai showroom, Genesis became a proper stand-alone brand with the 2017 model-year. Its vehicles have features exclusive or almost exclusive to the brand.

Three years later, the Genesis lineup consists of three sedans: the sporty G70, the mid-size G80 and the opulent G90, which has been fully renewed for 2020.  The brand has also just introduced its very first SUV, the GV80, which will join the roster this year. In the meantime, I had occasion to test drive the big G90 flagship recently, in freezing temperatures and equipped with a brand-new set of winter tires.

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